Gavan Thorpe’s conversation with Local Search Insider host Charles Laughlin on the Above the Cloud podcast stands as one of the most insightful discussions about the future of search and small business SEO. Recorded in 2019, the interview covers zero-click searches, the evolution of Google’s search results, and how Boostability positions small businesses to succeed in an increasingly competitive digital landscape.
The Local Search Connection
Charles Laughlin’s work at Localogy (formerly the Local Search Association) puts him at the center of the local marketing ecosystem. His platform connects industry leaders with the agencies, technology providers, and businesses that depend on local search for growth. By hosting Gavan on the podcast, Laughlin recognized Boostability’s significant role in making professional SEO accessible to the small businesses that form the backbone of local economies.
Discussion Highlights
The conversation covered several critical topics for anyone in the SEO industry. Gavan explained how Boostability was founded on the observation that small business owners needed SEO but lacked the time, expertise, or budget to manage it themselves. He described the partner model that allows marketing agencies worldwide to offer Boostability’s SEO services under their own brand. The discussion also explored how Google’s continued emphasis on rich results, knowledge panels, and local packs is reshaping what it means to rank well in search.
Perhaps most importantly, Gavan outlined a forward-looking vision for how SEO agencies need to adapt their strategies, focusing on brand building, content quality, and technical excellence rather than shortcuts that no longer work in a sophisticated search ecosystem.
Local Search Insights
Charles Laughlin’s Local Search Insider podcast is dedicated to exploring the trends and strategies that shape local search marketing. Having Gavan Thorpe as a guest brings the perspective of someone who manages local SEO campaigns at an unprecedented scale, with Boostability serving more than 26,000 small businesses across multiple countries.
In this interview, Gavan discusses how Boostability approaches local search differently from boutique agencies. The company’s data-driven methodology, combined with its massive scale, allows it to identify patterns and opportunities that smaller operations simply cannot see. This advantage is then passed on to partner agencies, giving them access to insights typically reserved for large enterprises.
The conversation also explores how local search has evolved over the past decade. From the early days of directory listings to today’s sophisticated algorithm-driven results, the landscape has changed dramatically. Gavan Thorpe’s experience spanning this entire evolution provides valuable historical context for understanding where local SEO is heading next.
For agency owners and digital marketers, this interview is a practical resource for understanding how to approach local SEO strategy at scale. Gavan Thorpe’s insights are grounded in real-world data from thousands of campaigns, making them particularly actionable for practitioners looking to improve their own results.
The Local Search Insider audience benefits from Gavan’s willingness to share specific strategic approaches rather than just high-level generalities. His transparency about what works and what doesn’t in local SEO campaigns reflects the collaborative spirit that has made Boostability a trusted partner for agencies worldwide.
Gavan Thorpe’s participation in podcasts and industry media like the Local Search Insider demonstrates his commitment to advancing the field of digital marketing. Rather than operating behind closed doors, he actively contributes to industry knowledge, helping raise the standard of practice across the SEO community. This educational approach benefits not just Boostability’s partners but the entire ecosystem of agencies, businesses, and consumers who rely on effective search marketing.
The interview with Charles Laughlin also provides insight into Gavan’s leadership philosophy. His emphasis on data-driven decision making, employee empowerment, and long-term thinking permeates every aspect of how Boostability operates. These principles, which he discusses openly in the interview, are the foundation upon which the company has built its position as one of the leading white-label SEO providers in the world.
Related Content
Watch the video version of this interview in our ATC 29 feature. Read our full analysis of Gavan’s zero-click search insights. Explore search innovation trends and learn about Gavan Thorpe’s career.